Marine Layer
Role: Copywriter + Creative Producer
Creative approach: Marine Layer is a San Francisco-based apparel brand known for its quality t-shirts. I developed the brand voice to drive engagement, owned and executed the content calendar, and wrote and produced quarterly 64-page catalogs, assisting with casting, styling, and art direction.
Result: During my tenure, the catalog response rate increased by 158%, driving over $2M in revenue. The creative system and voice guidelines I built continue to scale with the brand today.
Catalogs
My goal was always to strike the right balance between informational (these tees are indigo-dyed) and brand love (My name is Indigo Montoya...you killed my father. Prepare to dye.)
Emails
I planned and wrote bi-weekly emails with an average 21% open rate and $15K revenue generation.
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